AGENCY-WIDE PUBLIC RELATIONS PROGRAM

• Document Type: FOIA
• Collection: FOIA Collection
• Document Number (FOIA) /ESDN (CREST): 0005519754
• Release Decision: RIPPUB
• Original Classification: U
• Document Page Count: 9
• Document Creation Date: June 24, 2015
• Document Release Date: September 17, 2010
• Case Number: F-2006-01340
• Publication Date: January 24, 1991

I ^ (b)(3)
ROUTING AND RECORD SHEET
SUEIECT: (Optional)
Agency-wide Public Relations Program
FROM:
Joseph R. DeTrani
tXTEr4stOH
No.
PAO 91-0022
Director of Public Affairs
DATE
24 January 1991
TO: (OlRcar designation, room number, and
building)
DATE
OFF$CER'S
COMMENTS (Number each comment to show from whom
REatvED
IORwAADED
IMT1ALS
b whom. Draw a line across column aher each comment.)
ER
2.
3.
DCI
Attached memo pulls together
six months of work with your
4
senior managers on a Public
Affairs strategic plan for
the Agency. With your
approval, I will implement
D/PAO
those recommendations stated
in the attached memo. I
6.
have also attached informa-
tion on a proposed Speakers'
Bureau for the Agency. Said
7.
Speakers' Bureau would permit
Public Affairs to be more
active in reaching wider
g
audience.
9.
10.
y.?
APPROVED FOR RELEASE[]
DATE: 08-18-2010
12. _` ..
13.
14.
15.
aoo39
I- 7 R 9 M 6 1 0 4 U.S. GP0:19e9-z35-688/
 SUBJECT: Agency-wide Public Relations Program
 24 January 1991
MEMORANDUM FOR: Director of Central Intelligence
FROM: Joseph DeTrani
Director of Public Affairs
SUBJECT: Agency-wide Public Relations Program
1. In July 1990, the Senior Committee on Agency Public Relations (made up
of ADDs and Heads of Independent Offices) tasked a Working Group to develop
Agency public relations goals and strategies to meet those goals (see
opposite). On 16 January 1991, I met with the Senior Committee to discuss the
proposal of the Working Group. The Working Group enumerated four public
relations goals, various strategies to attain those goals, and numerous action
items under each strategy (see attached). While the Senior Committee endorsed
the public relations goals and strategies recommended by the Working Group,
most of the members felt strongly that these goals and strategies should be
considered as PAO goals and strategies rather than an official Agency-wide
program.
2. The Senior Committee agreed that CIA best enhances its image by
serving its customers well. A majority of the members agreed that CIA should
utilize opportunities to build its image in the normal course of perfoming its
mission of educating the public, but should not include self-enhancement in
its mission. Many members of the Senior Committee expressed concern that CIA
not overextend and commit itself to a strategy that may not be beneficial in
the long run. Several members believed that CIA would not benefit by raising
its profile dramatically, or by having its senior managers become public
figures.
3. Several committee members thought that an official public relations
strategy could potentially undermine the Agency's reputation for discretion
with its customers and its sources. In addition, such a program might be
misunderstood by CIA employees to mean that it is okay to talk about one's job
at CIA. Specifically, a majority of Committee members thought that CIA should
be cautious with on-the-record interviews, participation in the making of
documentaries about CIA or intelligence, and the declassification and release
of intelligence product.
4. After lengthy discussion, the Senior Committee made the following
recommendations:
- Use the proposed goals and strategies not as an official document, but
rather as PAO goals and strategies;
 SUBJECT: Agency-wide Public Relations Program
- PAO consider forming advisory committees with Agency-wide representa-
tion to provide assistance in reaching certain publics (such as
minorities, business/industry, academia, and military);
- Proceed with formation and implementation of a Speakers' Bureau; speakers
to address general Agency structure and mission only;
- Refrain from using CIA's official seal on products to be sold by EAA.
5. In accordance with these recommendations, I have already solicited
nominations from each directorate for participation in a Speakers' Bureau
and we are considering the formation of advisory committees to help with
the implementation of the public relations strategies. However, certain
initiatives such as the making of a new CIA informational video, consulting
with private firms specializing in reaching minority communities, and printing
new brochures, will require financial resources which extend beyond PAO's
budget.
6. My office estimates the initial cost of implementing the strategies to
be approximately $250,000. Though not a relatively large sum, discussion with
the Comptroller has confirmed that any money allocated to public relations
efforts must be re-allocated from existing directorate budgets. It is my
recommendation that I meet with the DDs to discuss how this estimated cost
could be shared by the Agency's five directorates. I have sent copies of this
memorandum and the Working Group's proposal to each of the DDs.
seph A. DeTrani
Attachment:
a/s
Recommend that I meet with DDs:
 1. The Working Group met frequently this fall and determined that the
following goals are key to the CIA public relations effort:
? Build and maintain a positive image of the CIA, based on a foundation
of trust and accountability
? Explain and clarify the CIA's mission and activities
? Support CIA's recruitment program
? Maintain a CIA workforce knowledgeable about public relations
objectives and policies
2. To achieve these goals, the Working Group devised five general
strategies and suggested some 60 action items relating to these strategies:
? Expand public speaking and appearance opportunities for selected
Agency officers
-Suggested action items included: having DDs and Independent Office
Heads handle selected overflow of speaking invitations received by
the DCI and DDCI, making selected senior Agency officials available
to the media, and cooperating on a very selective basis with the
media on the making of documentaries concerning the Agency.
? Make available and increase access to unclassified information
-Suggested action items included: the development of brochures
addressing specific issues, such as the Agency policy on the hiring
of homosexuals, the examination of DI publications for possible
declassification, and broader distribution of unclassified DCI
speeches.
? Make maximum use of formal and informal briefing and exchange programs
with academia, business/industry, and other government organizations
-Suggested action items included: exploring the possibility for a
DCI program for CEOs (modelled on the DCI Program for Deans),
finding more opportunities for employee exchange with industry, and
using Agency reservists to reach a wider military audience.
? Better inform the CIA workforce about public relations initiatives and
"official positions" on controversial issues
-Suggested action items included: publication and distribution of
the Q&A Package (official Agency answers to the most often asked
questions of our speakers), making DCI speeches available to
employees via internal Agency computer networks, and distributing
"Agency views" which detail the Agency's official position on
current news items.
? Consider minority issues in conjunction with other strategies
-Suggested action items included: consulting with firms
specializing in minority relations, attempting to reach
predominantly minority media, and developing brochures to reflect
concerns of minority communities.
 Speakers' Bureau
Purpose
An Agency Speakers' Bureau would provide a vehicle through which to inform
the public about the general mission and goals of the Central Intelligence
Agency and the CIA's role in the Intelligence Community. Such a program would
provide a means to dispel myths and misconceptions about the Agency, and allow
the Agency to better respond to a potentially large number of requests for
"general briefings."
Structure
1. The Speakers' Bureau will concern itself with presentations on the make-up
of the CIA, its mission, and its role in the Intelligence Community. A member
will be discouraged from discussing his/her specific area of expertise, unless
it is of particular interest to a given audience. In addition, Speakers'
Bureau presentations shall be off-the-record unless otherwise arranged.
Screening of invitations will ensure that speakers do not get involved in
"debate situations."
2. Speakers shall be nominated by their Directorate or Office Director and
screened by PAO. Minimum requirements include significant Agency experience
and a grade of GS-14, except in extraordinary circumstances. In addition,
multicultural factors will be considered. PAO, in conjunction with OTE, will
provide a one-day training course for speakers. PAO will provide support,
such as current media briefings and Q&A packages. Speakers would be expected
to serve for a period of at least one year. As a starting figure, no more
than 10-15 speakers will serve in the Bureau.
3. The Speakers' Bureau will be run by the Public Affairs Office. PAO shall
be responsible for final selection of speakers (based on agreed upon criteria
such as knowledge, experience, poise, and delivery style), reviewing all
invitations, and matching speakers to appropriate audiences.
4. The Speakers' Bureau will initially respond to invitations already in the
pipeline. After a trial period, PAO will consider developing publicity to
target certain publics. Should the volume of invitations warrant it, retirees
may be considered for the Speakers' Bureau.
5. Speakers will be expected to submit a "trip report" to PAO following each
speaking engagement. PAO will pass along to other speakers or appropriate
offices all pertinent information from the reports.
6. Travel, lodging, per diem and related expenses associated with a speaking
engagement will be met by the speaker's Directorate or Office. An attempt
will be made to "piggy-back" speaking engagements onto previously scheduled
trips and to arrange multiple engagements on a given trip.
 ADMINIS - Y
Implementation of Speakers' Bureau
Contingent upon authorization by the Senior Committee on Public Relations
in CIA, certain steps must be taken toward the implementation of a Speakers'
Bureau. We propose the following:
1. The D/PAO will invite Deputy Directors by memorandum to nominate up to
five individuals to serve on the Speakers' Bureau. Heads of independent
offices should make their nominations known to the Deputy Director for
Planning and Coordination, who will serve as the focal point for nominations
from the DCI area. All nominations must be made no later than l-1,January.
2. The Public Affairs Office will interview all nominees during the
latter part of January and make final selections for the Bureau. Those
selected will participate in a day-long course in February taught by
experienced public speakers from PAO. The course will be limited to 6-8
people at a time to ensure maximum effectiveness.
3. We anticipate having the Speakers' Bureau in place by March 1991.
 - _ .-~7
27 August 1990
JUDGE:
The Working Group on Public Relations will meet for the first time on
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Thursday, 6 Septem
strategy for CIA. The Working Group will be chaired by one of my deputies and
will have nine members, including senior representatives from each directorate
(including DP&C), the IC Staff, the General Counsel, and the Office of
Congressional Affairs.
Based on guidance I received from a meeting on 17 July of ADD's and Office
Directors, the Working Group will look at issues ranging from better communi-
cation within our own organization and community to ways of dispelling some
of the publicly held myths about the Agency. The Group will also look at the
feasibility of establishing a speaker's bureau to take advantage of Agency
expertise in reaching out to a wider variety of Americans and at ways to
l
l
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th
f
i
ti
it
ff
t
y
n
e area o
m
nor
cu
ar
s, par
y
or
enhance our recruitment e
recruitment.
Since the senior leaders spent more than half the time at that 17 July
meeting talking about the need to do a better job of communicating with our
own employees, we are already working on several of their recommendations.
For example, we now publish "Agency Views" to let employees know about
official Agency statements or positions (regarding allegations of CIA
involvement in the Camarera case, Mandela arrest, S&L fraud, etc.). We are
also looking at ways to circulate your remarks more widely within the Agency.
The first PAO newsletter is coming out in time for Family Day on 15 September,
and we will be updating and circulating broadly our guidance on appearing in
public.
Judging from the enthusiasm and interest at the 17 July meeting, we have
struck a responsive chord with this initiative. I will keep you informed of
our progress.
Jo DeTrani
//7_1**,\~
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